Privacy Policy

Most of the information you, the customer, provide us with happens when you’re engaging with us and our brand. This could be from anything from browsing the site, to purchasing and registering for an account.

When creating and registering an account, you may provide us with personal information including your name, email address, delivery address, phone number, credit card details, date of birth and other general marketing preferences.

We may also receive information from you via you entering one of our competitions, participating in any feedback questionnaires around your shopping experience with us, or from any communication you may have with our customer services team.

When it comes to the technology you’re using to shop with, we collect device specific information which can include the model, operating system, unique device identifiers and mobile network information.

When you use our website or services, we automatically collect and store certain information in our server logs. This information can include details of what you search for, your internet protocol address (IP), device information such as operating system, browser language and date/time of any requests you make.

When shopping or engaging with our services we may use your IP address or location services from your device to geo-locate your approximate location. We do this to ensure we’re providing you with a relevant and optimum shopping experience with regards to everything from showing you the correct prices for your country, delivery methods and address options.

We may collect and store information locally on your device using mechanisms such as browser web storage and application data caches. These techniques are used to ultimately enhance your user experience when shopping with us.

We collaborate with several third-party service providers who use various technologies to collect and store information about our customers when using our services. This includes the use of cookies to identify customers, the type of devices they’re engaging with us from and their actions. Want more info on cookies? Get clued up here

We, of course, use your address and contact data to ensure we can deliver all the must-buy products you purchase with us to your front door as soon as possible. We will also drop you several emails and text messages to provide you with updates on your order. On this, we also share selected information with our trusted courier partners, so they can also keep you updated on your parcels progress.

Not all the best things in life are free. At some point, if you buy clothes from us, we’ll need to take the payment for them. We use your card, and address information to process your transaction via our third-party payment processors. If when checking out you select the option requesting us to save your card details for future use, we use a secure storage method called tokenisation which means no one can see or copy your details. Good to know, right?

To protect our customers and services, we use data to prevent fraud and malicious activity. This includes the use of your Internet Protocol address (aka your IP address), device information and address data. This also ensures we meet our legal responsibilities to ensure our business and customers are protected at all times.

We get a pretty good idea of what you like, or might like, from your purchase history, wish list or saved items. We then use this data to show you more stuff you might like.

We get a pretty good idea of what you like, or might like, from your purchase history, wish list or saved items. We then use this data to show you more stuff you might like.

When it comes to your personal info, you have a lot of rights. These include:

• The right to be informed about how your personal information is being used by companies.
• The right to access the personal information we hold about you.
• The right to request the correction of inaccurate personal information we hold about you.
• The right to request that we purge your data, stop processing it or collecting it in some circumstances.
• The right to stop direct marketing messages.
• The right to request that we transfer elements of your data either to you or another service provider.
• The right to complain to your country’s data protection regulator — in the UK this is the Information Commissioner’s Office.

If you want to exercise your rights, have a complaint to make, or just have a question for us – get in touch!

If, at any time, you decide you want us to stop hitting you up via your inbox – this is cool. You can stop receiving any form of marketing messages from us by:

• Letting us know via updating your account settings to reflect this new request.
• Clicking on the ‘unsubscribe’ link in any email or text message you receive from us.
• Getting in touch and contacting our customer services team direct.

Once any of the above are actioned, we’ll update your profile. Don’t worry, choosing to stop receiving our marketing messages won’t stop communications with us completely. You’ll still get important updates you need to know about from us with regards to your order(s), we call these ‘service contacts’.

When it comes to keeping your details on file, we basically hold your personal information for:

• As long as you have an account with us.
• As long as it is needed to provide services to you.
• Or as long as it is necessary in order to produce support related activities.

In certain cases, we may keep hold of some of your information after you have closed your account, or it is no longer needed to provide the services to you. This type of situation may arise if your details are needed to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions.

Any third parties processing customer data outside of the EEA on behalf of PrettyLittleThing must participate in the EU-US and Swiss-US Privacy Shield frameworks. This ensures that companies have a standard for protecting and processing your data. We sometimes provide personal information to third parties to perform services on our behalf. If we transfer personal information to a third party, the third party’s access, use, and disclosure of the personal data must also comply with Privacy Shield obligations.